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What it means holistically: Be scrupulous, honest and truehearted. Behave reliably. Be dependable, reliable, unswerving. Be worthy. Stay fast and firm to what your believe. Be loyal to people, ideals and beliefs. What it means to brand-owners: Define the true and honest meaning behind your business. Bring that meaning to life. Help everyone understand it. Make it something people want to be partners in. Give it a personality. Make it likable, lovable and sharable. Make it natural. Make it a habit. Live it. Breathe it. Honor it. Cherish it. Celebrate it.  Don’t make it a...